If you own a business, then you already know how important a brand is. A brand is so much more than a logo for your marketing material. It is the embodiment of everything your business provides to others, from how you communicate your product and service to how you want people to feel when they interact with your business.

Ultimately, your brand identity is the personality of your business, and it's important to get it right. 

What Are the Elements of Brand Identity?

There are no limits when it comes to building your brand identity. Your brand identity is an ongoing development that will adapt and change with the needs of your business and your target audience.

A brand identity is made up of design choices, branding elements, and assets that make your brand stand out from the rest in your particular competitive market. 

These elements work together to make your brand memorable to past and potential future customers, ensuring that you have a sustainable level of brand authority amongst competitors. 

So, let's dive into the elements that make up your brand identity...


1. Logo 

Let's start with the big one - a logo! All brands have logos. Whether they be made up of typography or graphics, all brands have a memorable logo to stand out against competitors. 

A logo is usually the first interaction you'll have with a brand and it has the ability to generate opinions and emotions tied to your business. This is why it's so important to get it right!

Your logo should always represent what your brand is about through the shapes and graphics you use, all the way down to the colour choices you make. 

For instance, which brand do you think of when you see red and yellow? McDonald's, of course!

It's also important to consider colour psychology when designing your logo. Continuing with the McDonald's example, they use bright red and yellow in their logo and branding to represent happiness and stimulation (which is exactly what you get after eating a BigMac!)


2. Typography

As we just mentioned, colour choices can represent the personality of a business - but so can fonts!

In fact, there's actually such a thing called font personality. Fonts can be classified and differentiated by the serifs that they use, but this also gives them a unique personality or 'feel'.

It's important to choose a font that resonates with your business. For example, if you run an online cosmetics shop, it's unlikely that your chosen font will be harsh, sharp and bold. Instead, you may opt for a light, flowing font that fits your brand's personality more.


3. Tone of Voice 

When you're in the process of establishing your brand identity, it's important to get down to the nitty-gritty. This is where your brand voice and vocabulary choices come in.

Your brand's tone of voice should be apparent in every single piece of copy - from emails and social media posts to billboards and proposals. It's all about the way you present your brand through written content, and how people perceive your marketing copy.

Here are some things to consider when developing your brand's tone of voice: 

  • Think about your business's mission and goals - what is it you want from your target audience, and how can you use your language to achieve that goal?
  • Identify your target audience and research their dialect
  • Review your existing copy and try to identify an existing tone or voice
  • Generate a persona for your brand - who are they, what do they enjoy, what would they act like? 
  • Adapt and generate your brand's tone of voice accordingly


4. UX/UI

User Experience and User Interface can be incorporated into your brand identity. This is especially important if you use a website for managing sales or acquiring leads.  

The aim of UE and UI is to develop a seamless, responsive experience for everybody who lands on your website. Responsive website design is integral for your brand identity, as a positive user experience will reflect well on your brand.

If you want to take your website's UX/UI to the next level, you can develop a UX design that allows website visitors to engage with your brand. 

For instance, one of our newest clients, gimmeballs, provides customers with the option to design their very own bespoke golf ball!


We Can Help You With Your Brand Identity

At Designer Websites, we understand that branding speaks volumes. It's an invaluable part of your business, and we will make sure that your brand communicates everything that you need to say. 

From brand identity style guides to bespoke logo design, we can help. Get in touch with our team today at 01446 339 050 or email us at info@designer-websites.co.uk to find out more information. 

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